Social Campaign

A darkly comic Halloween visual campaign where Death lurks everywhere, except when you choose Liquid Death. "Hydrate to avoid your fate".

About the Project

Liquid Death thrives on subversion, shock humor, and metal-leaning aesthetics. This campaign weaponizes classic horror iconography, grim reapers, cemeteries, zombies, full moon scenes, and uses them to dramatize the idea that dehydration is the real killer, not the monsters.

Synopsis

This campaign combines darkly comic horror imagery with a modern, hybrid creative workflow, using generative AI as a visual foundation and Adobe Creative Suite for refinement and polish. We’re leveraging AI to quickly explore variations of grim reapers, cemetery environments, zombies, and full-moon atmospheres, allowing us to develop a strong, cinematic visual language with speed and flexibility.

These AI-generated frames then move into Photoshop, After Effects, Premiere, and other Adobe tools for detailed compositing, ensuring everything feels cohesive, high-quality, and true to Liquid Death’s bold aesthetic. The result is a seamless blend of AI exploration and traditional craft: visuals that are highly stylized, intentionally eerie, and engineered for maximum impact across social platforms.

Deliverables

Format

Social Images

and GIF/video loops

Style

Dark, cinematic horror

Timing

Still images + 10 sec videos

Specks

Various Social Proportions

Outline

Core idea: “Choose hydration or meet your expiration.”

Each visual pairs dark, cinematic horror with a positioning of Liquid Death as the beverage so powerful it “kills” dehydration, and keeps Death out of reach.

Caption Options:

“Stay alive out there.”
“Death hates this one simple trick.”
“Zombies don’t want your brains. They want your Liquid Death.”
“Dehydration? Couldn’t be me.”
“The full moon calls. Answer with hydration.”
“Not Today, Death.”
"Rise and Hydrate"
“Full Moon Flow.”

Target Audience

Millennials & Gen Z
Alt/indie culture fans
Horror buffs
Meme culture consumers
Festival, punk, skateboard, metal communities

Design Visuals

Irreverent, metal, horror-comedy
High-contrast, moody lighting (moonlit, foggy, dramatic shadows)
Cinematic composition reminiscent of horror movie posters

Animation Style

The Liquid Death can remains the sharp, hero focal point while background characters—zombies, reapers, and moonlit figures—move subtly in looping, atmospheric motion.
Animation emphasizes contrast: the can stays crisp and still as shadows, fog, and cemetery elements drift and shift behind it.
Characters in the background have slow, eerie movements—head tilts, eye glows, cloak sways—while the can stays clean, bright, and untouched.
The style uses dark, cinematic environments with most of the animation happening in the periphery, creating a chilling world that frames the can without overpowering it.
Motion design prioritizes depth and ambience: the can is anchored in the foreground while the horror-driven background adds life, texture, and unsettling energy.